Abandoned cart emails using OMTR and Responsys

As technology advances businesses are able to gather more and more information about their customers with lower costs involved. But data is not everything. It will just waste your HDDs’ space if not used to improve the experience of using your service.

Abandoned cart emails seem like an obvious option. However, how do you make it happen if most solutions only gather aggregated data for your website? Well, two mastodons of internet marketing have a solution for you.

Omniture SiteCatalyst and Responsys are collaborating to deliver timely remarketing emails to your customers.

There are couple layers in this process:

- Gather data

- Setup campaign with dynamic content

- Send out an email using programs

Gather data.

Firstly we need to import all the necessary data into OMTR. In order to enable DYNAMIC sending we will need:

- Setup Omniture ProperlyResponsys integration. There is a detailed instruction on “how to” in Responsys help center. It’s pretty straightforward so we will skip this part in this article.

The part of integration which is particularly interesting for us is Omniture Genesis Remarketing data import (See screenshot below).

This step will allow us to import behavioral data into a Responsys data table to use later in our email program.

- Setup data feed from your website/backend, with the information about current prices, offers, pictures i.e. everything that should be pulled in order to send an email to a person who showed interest in a particular product/category.

*NB: make sure that both systems has the same uniqueID to track your customers. We will need this key to link data when sending email campaigns.

Setup campaign with dynamic content

1)    Create a creative making so that you will be able dynamically populate pictures from your supplemental table into your email.

2)    Make sure Omniture is among your data providers in account settings.

3)    Create a campaign for those who are in the list created by OMTR data feed.

4)    Create dynamic content and link it with the data from OMTR feed (i.e. if visitor N visited 3 product pages and most time was spent on 2nd, then send him campaign with product from 2nd page at the very top).

Send out an email using programs

When you setup all the rules all you need to do is to setup the program. The easiest schema will be:

After this is done, start playing with the message, time of activation and other parameters.

If everything is setup correctly you will have created the following guidelines:

1)    Customer comes to the website, look through different products.

2)    If a customer is repeat you only track her behavior, if not – ask her to leave an email when she is ready to leave the website.

3)    Data of the visitor is passed to OMTR and from there data is imported into Responsys. (Customer is activated in the program).

4)    In next predetermined set of hours the visitor is sent an email in which the campaign identifies the pages which were visited and populates relevant data from the supplemental table.

5)    The visitor gets an email with offers form relevant products.

The process itself is very complex and it can hardly be simplified even more. However, once setup it’s fully automatic and doesn’t require much attention except situations when tracking is changed or any other changes on the website are made.

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Posted under Email Marketing, Omniture SiteCatalyst, Responsys by Greg Sobiech on 4th June, 2013 Tagged , |

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Exact Target – Data Extensions

Data Extensions:

Data Extensions are used to hold extra data which relates to a subscriber. The information is matched to the subscriber by a common field value. Using data extensions, we can relate data to subscribers which does not have a one-to-one relationship.

For example, the Exact Target subscribers list contains the information field Email Address. Suppose we wanted to have a list of all purchases made by each subscriber. We can first make a data extension containing email addresses  and customer ID’s. Then we can create another data extension containing customer ID’s and purchase information (Data, Item, Brand, Amount, etc.). The two data extensions can then be connected by a data relationship.

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Posted under Uncategorized by andrew on 23rd July, 2012

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Working With Denominators: Getting mathematical, without getting too mathematical

The following pertains to the use of proportions for e-mail marketing strategies. How does changing the denominator in calculations change the analysis?

The following table shows product categories for a small website, and the total amount of purchases for ten states. What we are concerned about is choosing the best states to market posters to.

The table below (table 1) shows the proportions of purchases made over ALL states. That is, every percentage in this table is calculated by (# of purchases) / (Total # of ALL purchases). In other words, if we grabbed a random purchase out of ALL total purchases, then there is a 3.89% chance that the purchase grabbed was a CD bought by someone in New York. The sum of all values in this table equals 100%. Using this table, we can see that the top 2 states to market posters to are FL, and CO.

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Posted under Email Marketing by andrew on 20th June, 2012

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What To Expect When Using Responsys

The first thing that a business should expect when switching to Responsys is setting up an SFTP connection to import/export data.  The connection is needed to import/export any records into your lists with greater than 500 rows. This can make record changes timely as data needs to be passed through a download manager. Sometimes the files do not import/export immediately as wanted, which makes data management slower when working with large amounts of records.

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Posted under Responsys by andrew on 12th June, 2012

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